Women spend £37m a year on beauty pills in search for the perfect body

They are spending a fortune on a variety of "magic" potions claiming to make hair glossy, nails stronger, bust sizes bigger and reverse the signs of ageing.

Boasting exotic ingredients such as extract of bark and protein taken from sea creatures, the expensive pills are increasingly challenging the dominance of other beauty products such as moisturisers and hair conditioners.

But some experts claim they are of little use and that women would stand more chance of improving their looks by eating better, keeping out of the sun and stopping smoking.

Top-selling pills include supermodel Naomi Campbell's favourite brand Imedeen, which is said to improve skin and retails for £81.50 for 180 tablets.

Total spending in 2007 is expected to be £37 million, up 130 per cent in five years - rising to £63 million a year by 2012.

A Mintel spokeswoman said: "An increasingly ageist society has also helped to grow demand for products that tout anti-ageing benefits.

"The nation's health drive is forging growth across all industries, and beauty supplements are well-placed to absorb this momentum.

"Society trends are placing more emphasis on personal appearance and people are increasingly open-minded to less conventional, or more extreme, measures to help maintain their looks."

Research from market researchers Mintel found that almost one third of the population - mostly women and young girls - had used beauty supplements or would consider using them.

Most contain vitamins, antioxidants and omega-3 fatty acids, which are claimed to keep skin clear and make hair glossy. But scientists poured scorn on the claims of beauty pill manufacturers.

Edinburgh University dermatologist Dr Richard Weller said: "I've not heard of any evidence that any supplements such as bark extract will improve your hair or your skin. These pills are very lucrative for the companies that make them but they should be coming up with proof.

"It shows that people just want a quick fix, and that they like spending money on themselves. Instead they should be thinking about prevention. The things that cause ageing are excessive sunlight and smoking - and avoiding them is free and known to be effective."

Nutritionist Natalie Savona said: "The problem with a lot of these pills is people see them as a magic or quick fix that can substitute a good diet or a healthy lifestyle.

"If you're going out five nights a week, getting drunk, and you smoke, then taking pills is pretty much as waste of money.

"Really, you need a good diet that is varied. If you start with that, get enough sleep and you are exercising, then that is the foundation for great skin, great hair and ageing gracefully."

Earlier this year, Boots' entire nationwide stock of No7 Protect and Perfect Serum sold out within days after an independent study hailed its anti-ageing properties.

The pharmaceutical chain had to hire extra factory staff to replenish stocks of the £17 cream, turning out 1,000 bottles an hour.

When it reappeared on shelves, women queued for hours outside selected stores to get hold of a bottle, many of which were resold on eBay for up to £150 a pot.

Its popularity was in part due to its price.

Other favourite brands include La Prairie Skin Caviar, which sells for £380 a pot, Creme De La Mer at £115, MLab from Harrods at £225 and SK-II Ultimate Revival Cream at £180.

Some 'magic potions'

Imedeen

£81.50 for 180 tablets. Promises: fish extract and vitamin C smooth away lines and wrinkles

Perfectil Platinum

£39.49 for 60 tablets. Promises: bark extract, seed oil and marine collagen renew skin cells

Nourkrin Maintain

£39.95 for 60 tablets. Promises: mineral supplement, protein boosts hair and nails

Jeune-Coll Skin, Hair and Nails

£20 for 60 tablets. Promises: bilberry and tea extracts keep skin clear and maintain hair

Laboratoire Physcience SkinSublim

£14.99 for 30 tablets. Promises: antioxidants, vitamins give healthy looking skin

Christian Bergman Bronze

£27 for 60 capsules. Promises: bio-compounds help prepare the skin for the sun